Green Is Our Gold: Australia Expands Sustainability Strategy for Business Events

At IMEX Frankfurt 2026, Tourism Australia launched a new sustainability initiative to the international business events industry. Green is Our Gold has been developed to unite Australian business events and tourism industries around a shared vision to protect and strengthen Australia’s natural environments, cultures and communities.

Green is Our Gold responds to continued demand for sustainable practices amongst international business events decision makers. Tourism Australia’s Business Events Consumer Demand Project research shows that three out of four incentive decision makers (76%) rank sustainability credentials as a significant driver of destination choice, while 83% of association organisations already have sustainability credentials and practices in place.

A new 90-second video designed to rally the Australian tourism industry behind the initiative was launched alongside a Promise and five Principles.

Australian business events organisations of all sizes are invited to be part of the Promise, committing to a shared industry vision for sustainable tourism. Those who join are asked to embrace the five Principles and communicate them with business events planners and delegates, helping to guide responsible visitor behaviours when in Australia: Celebrate Community, Embrace Culture, Preserve Place, Respect Wildlife and Take Care.

Tourism Australia Managing Director, Robin Mack, said: “Australia’s business events industry has a strong track record of delivering world-class experiences and events that are sensitive to the environment, our cultures and our communities. Green is Our Gold recognises the strong foundations already in place, while encouraging a collective commitment to continuous improvement across the sector.”

“Sustainability thrives on collaboration rather than individual action. Through Green is Our Gold, we’re ensuring that planners know when choosing Australia, they are developing their events with a national network of unified industry partners, giving them the confidence that their event will align with the expectations of their delegates.”

Green is Our Gold builds on the National Sustainability Framework for the Visitor Economy and the Sustainable Tourism Toolkit, which the Australian Government launched in 2023 with State and Territory Tourism Ministers, and which is a key action under the national long-term visitor economy strategy, THRIVE 2030.

For more information about the Green and Gold Promise, the five Green and Gold Principles, visit tourism.australia.com.

Australia’s business events sector is evolving through research, sustainability and long-term legacy planning. Download the full Australia Destination Report to explore the destinations, venues and strategies shaping the country’s international meetings landscape.